Apple is seriously looking into becoming a video content creator in the way that Netflix and Amazon are.

The Variety says one source who had talked to Apple said the Cupertino giant is looking to create development and production divisions within the company that would focus on acquiring or even creating original content.

This, of course, would put Apple in head-to-head competition with Netflix and Amazon.

Apple has gone in a similar “original content” direction in music. Around the launch of its Apple Music subscription service, Apple began taking on the look of a record label is several ways. Reports said Apple is producing music videos for people like M.I.A. and Drake. Another report pointed to a new Apple job listing for a music video producer.

Making TV shows is a whole new ballgame, however, and a labor intensive one. The Variety report might reignite the question of just how many circles Apple can move in without being stretched too thin.